NPS (Net Promoter Score)

NPS (Net Promoter Score) is the loyalty metric built on one question: "on a scale of 0 to 10, how likely are you to recommend the company to a friend or colleague?"

How it is calculated

Replies split into three groups:

• Promoters — scores 9 and 10. Buy again and refer others.
• Neutrals — scores 7 and 8. Satisfied, but not loyal. Excluded from the calculation.
• Detractors — scores 0 to 6. Unsatisfied, and speak badly of you.

$$NPS = %\ promoters - %\ detractors$$

The result ranges from −100 to +100. It is not a percentage, it is an index — saying "an NPS of 50%" is a common mistake.

The mistake that empties the metric

Measuring without asking why. The number says there is a problem; the follow-up open question — "what was missing to make it a 10?" — says what it is. Without it, NPS turns into a scoreboard with no action plan.

The second mistake is asking at the wrong time: NPS right after a purchase measures expectation, not experience. It makes more sense once the customer has actually used what they bought.

NPS, CSAT and CES

• NPS — loyalty to the brand, overall.
• CSAT (Customer Satisfaction) — satisfaction with one specific support interaction.
• CES (Customer Effort Score) — how much effort the customer had to put in to resolve something.

They are complementary. One support interaction can have a great CSAT and the customer can still be a detractor, because the problem is the product — not whoever helped them.

On WhatsApp

This is where the response rate is highest, because the question arrives on the channel the person already uses. But watch out for the 24-hour window: firing a survey after it closes requires an approved template, and a survey template usually falls under the Marketing category.